SYNOPSIS

Effectiveness of Marketing Strategies of Ankur Seeds

Pvt. Ltd. for BT-Cotton in Katol taluka (Nagpur)

ORGANIZATION
Ankur Seeds Pvt. Ltd.
Nagpur

SUBMITTED BY
SANTOSH B. IDHOLE
(04-0527-2009)

INSTITUTE OF AGRIBUSINESS MANAGEMENT

NAVSARI AGRICULTURAL UNIVERSITY
NAVSARI – 396 450
 TITLE:
Effectiveness of Marketing Strategies of Ankur Seeds
Pvt. Ltd. for BT-Cotton in Katol taluka (Nagpur)

SUBJECT CODE:
ABM 647

ORGANIZATIONAL GUIDE:
Mr. Honrao sir
D.G.O.
Ankur Seeds Pvt. Ltd.
Nagpur

INSTITUTIONAL GUIDE
Mr. Bhavesh Chaudhari
Assi. Proff.
INSTITUTE OF AGRIBUSINESS MANAGEMENT,
NAVSARI AGRICULTURAL UNIVERSITY,
NAVSARI
Intoduction:
Ankur Seeds Pvt. Ltd. was established in 1976 at Nagpur, Maharashtra. It
launched its research and development activities in 1978. The objective was to produce
high yielding economical hybrids and varieties suiting the farmer's needs. The company
bagged the National award for excellent research and development achievements in 1996.
Ankur Seeds has carved a niche for itself in the field of agribusiness. It has earned the
trust and confidence of the farming community because of its quality products. Ankur
Seeds has realized the future needs of the industry and has geared up for the same.

"Biotechnology through bio safety for the benefit of mankind" is Ankur's vision.

History of Ankur:-

Ankur Seeds Private Limited was established in 1976 at Nagpur, Maharashtra. The
founder of company is Ravidada Kashikar, Laxmandada Aurangabadkar and
Madhavrao Shembekar. They found that the people in Maharashtra do not get good
quality seed or hybrid seed as there is very low production from field. So they decided to
try to provide good quality seed at affordable price. They established their company in
Nagpur city of Maharashtra and now company has spread its presence all over India.
They produce and sell all seeds of different crops. It launched its research and
development activities in 1978 and received recognition from DSIR Government of India
in 1992-1993. The objective of the research and development unit was to produce high
yielding economical hybrids and varieties suiting the farmer's needs. The company
bagged the National award for excellent research and development achievements in 1996.
Ankur Seed has envisioned the future needs of the industry and has geared up for the
same. Biotechnology through bio safety for the benefit of mankind is Ankur's vision
beyond 2004.
Mission
Three dynamic young agriculturists Ravidada Kashikar, Laxmandada Aurangabadkar and
Madhavrao Shembekar started on a mission, a mission to provide quality planting
material suitable for the Indian subcontinent, to bolster the green revolution to the other
parts of India.

Thus was born Ankur Seeds. The mainstay of a successful crop being in the quality of
seeds sown, Ankur aimed at providing high quality seeds to the farmer community at
reasonable prices. Ankurs aim has also been to convince the farmers about the beneficial
use of high yielding hybrids to local varieties and thus enhance production.

Scope and benefits of Study

This study will show an analyze the various sales promotional strategies and
marketing strategy Ankur Seeds Pvt. Ltd.
The main objective is to study Effectiveness of Marketing Strategies of Ankur Seeds
Pvt. Ltd. Nagpur for BT-Cotton in Katol. The data collected has been subjected to
analysis and interpretation on the basis of objective and suggestions have been
given at the end, which will help the company to improve their strategies for taking
steps for set up the Sale promotional strategy, marketing strategy and competitive
advantage over the competitors, It also helps in identify the problems of the
farmers, dealers and suggestion to company to make improvement in their
marketing strategies.

Limitations of Project Study

Following limitations may come while conducting the project.
 This survey is totally dependent on response of farmers and dealers.
 Time barrier.
  The project is mainly focused on survey of Katol taluka (Dist-Nagpur) So, the
outcome of the project cannot be applied for other places due to demographic and
geographic differentiation.

Research Methodology

Sources of Data
 Primary sources: Farmers, Distributors & Dealers.
 Secondary sources: literature, internet, record and reports of the
organization

Method of data collection

Personal interview, telephonic talk and group discussion with Farmers,
Distributors & Dealers. Responses will be collected by using structured
Questionnaires.
Sampling Plan and Sample size
Selection of location:
Potential areas of Katol are selected as per preplanning of organization.
Potential areas are Ajangaon, Mendepathar, Pardi, Hatala, linga, Dhavlapur,
Sample Size:
100 numbers of progressive farmers and more than 25 distributors/ dealers
from selected Potential areas of katol.
Sample unit: Progressive farmers, Distributors & Dealers.

Sampling Design: Purposive simple random sampling design

Method of data processing and Analysis: Simple statistical analysis

Title of project: -
Effectiveness of Marketing Strategies of Ankur Seeds Pvt. Ltd. for BT-Cotton in
Katol taluka (Nagpur)

Objectives: -
1) To study the present marketing strategies of Ankur Seeds Pvt. Ltd.
2) To study the present promotional strategies of Ankur Seeds Pvt. Ltd.
3) To identify/ calculate the Market share of BT Cotton of Ankur Seeds Pvt. Ltd.
4) To study the Farmers and Retailers perception about the BT Cotton of Ankur
Seeds Pvt. Ltd.
5) To study about improvement of marketing strategies of Ankur Seeds Pvt. Ltd.
6) To do SWOT analysis.

Retailers Que:-
1) Retailers
name________________________________________________

2) Address______________________________________________________
_

3) Contact______________________________________________________
_

4) Did you Sale BT- Cotton of Ankur Seeds Pvt. Ltd.?

______________________________________________________________

5) If yes, Why you are sale BT- Cotton of Ankur Seeds Pvt. Ltd.?

______________________________________________________________

6) If No, Why you are not sale BT- Cotton of Ankur Seeds Pvt.
Ltd.?

______________________________________________________________

7) What percent market share cover by BT- Cotton of Ankur

Seeds Pvt. Ltd.
0-10% 11-20% 21-30% 31-40% 41-50%

51-60% 61-70% 71-80% 81-90% 91-100%

8) What rank You give to Why you are sale BT- Cotton of Ankur
Seeds Pvt. Ltd. On the basis of sale?

Company name Rank

Rassi Seeds
Ankur Seeds
Krishidhan Seeds
JK Seeds
Other

9) What rank you give to the BT- Cotton of Ankur Seeds Pvt. Ltd.
As compaire to other companies?

Parameters Rank
Margin
Farmers interest
Promotion
Delivery
Other
10) What type of Marketing strategies Ankur Seeds Pvt. Ltd. Use
to support your Sale?

______________________________________________________________

11) What type of problems you face to sale the BT- Cotton of
Ankur Seeds Pvt. Ltd.

______________________________________________________________
12) What you are suggest for improve marketing strategies of
Ankur Seeds Pvt. Ltd.?

Suggestions for questionnaire

1. Please make appropriate spelling corrections

+Farmers Que:-
1) Farmer’s
Name_________________________________________________

2) Address______________________________________________________
_

3) Ph.
No.________________________________________________________

4) Education____________________________________________________
_

5) Land
Holding___________________________________________________

6)

7) Did you use Ankur Seeds?

ᴑ Yes ᴑ No
If yes then why………………

If no then which other company & why ? ……………….

2. Since how long you are using Ankur Seeds?

8. please include the question for seed usage per acre & hectore?

9 how much seed you buy?

10. . Which are the varieties you have been growing over the
years?

2006-07 2007-08 2008-09 2009-10

11. . Which is the high yielding variety?

12. . From where do you procure seeds?

8) If No, Why you are not use Ankur Seeds?

_____________________________________________________________

9) Which other company seeds you mostly prefer?

_____________________________________________________________

10) Why you use other company seeds?

_____________________________________________________________
11) If Yes, Why you are use Ankur Seeds?

11. What factors you consider while buying for Seeds?

Mention factors &

1. company name/ reputation

2. Quality

3. Price

4. Variety

5. Past experience for that brand

6. Brand name

7. Any recommendation by expert

Promotion related questions?

1. How do you come to know about Ankur seeds?

12) From where you get information about the seeds?

ᴑ T.V. ᴑ Radio ᴑ Newspaper ᴑ Farmers

ᴑ Stalls ᴑ Pamphlet ᴑ Other

12. Does any scheme influence your decision?

13. Does advertisement affect your buying decision?

14. If yes then which media? TV Radio, News paper, Hoardings,

Poster or another?

15. Whose advice you consider for buying seeds?

1) Self only2. Fellow farmer 3. Friends 4. Agro centre 5. Any
extension worker 6. If any other then pleases mention.

Satisfaction level of farmers

Attributes Very good Good Ok Poor very Poor

Advertisements

Price

Quality

Packing

Pest & Disease resistance

yield

(select the attributes as per your requirement & )

Please rate

13) Satisfaction level of Farmer toward Ankur Marketing

strategies?
ᴑ Very High ᴑ High ᴑ Moderate ᴑ Low ᴑ Very
Low ᴑ No

14) Influence of Ankur Marketing Strategies on farmer for

purchase of seeds?

ᴑ Very High ᴑ High ᴑ Moderate ᴑ Low ᴑ Very

Low ᴑ No

15) What rank you give to the BT- Cotton of Ankur Seeds Pvt. Ltd.
As compaire to other companies?

Parameaters Rank
Price
Production
Promotion
Pest and disease resistance
Other
16) What type of difficulties you face for getting the the BT-
Cotton of Ankur Seeds Pvt. Ltd.?

_____________________________________________________________

17) What you are suggest for improve the marketing strategies?

_____________________________________________________________